摘要
“互联网+”背景下网络食品交易具有的虚拟性、规模性、隐蔽性和网络性特征,加剧了监管者与利益相关者之间的信息不对称,网络食品经营者利用信息优势生产、销售伪劣和变质食品使得网络食品安全问题日益严峻。基于网络食品相关利益主体的信息差异性和有限理性的假设条件,构建“网络食品经营者-网络食品交易第三方平台-政府监管部门-消费者”多元主体的SD四方演化博弈模型,分析网络食品利益相关者的行为策略对网络食品安全的影响。结果表明:网络食品市场监管的缺位是导致网络食品交易市场混乱的关键所在,政府监管部门、网络食品交易第三方平台和消费者等博弈主体参与网络食品安全监管受成本的制约,增强政府监管部门和网络食品交易第三方平台监管力度、提高消费者的辨识能力和新媒体曝光概率和作用力均能弱化网络食品经营者提供低质量产品的动机,但是混合博弈策略的演化过程呈周期循环趋势;网络食品经营者生产和销售低质量食品的综合收益低于品牌和声誉损失时,能抑制其提供低质量产品的意愿。
Under the background of"Internet+",online food transactions have the characteristics of virtuality,scale,concealment and network,which aggravates the information asymmetry between reg-ulators and stakeholders.Online food operators use information advantages to produce and sell fake and deteriorated food,which makes the problem of online food safety increasingly serious.Based on the as-sumption of information difference and bounded rationality of online food stakeholders,an SD four-party evolutionary game model of'online food operator-online food trading third-party platform-government supervision department-consumer'is constructed to analyze the impact of online food stakeholders'behav-ioral strategies on online food safety.The results show that the absence of online food market supervision is the key to the confusion of online food trading market.The participation of game subjects such as gov-ernment supervision departments,third-party platforms for online food trading and consumers in online food safety supervision is restricted by cost.Strengthening the supervision of government supervision departments and third-party platforms for online food trading,improving consumers'identification ability and new media exposure probability and force can weaken the motivation of online food operators to pro-vide low-quality products,but the evolution process of mixed game strategy shows a cyclical trend.When the comprehensive income of network food operators producing and selling low-quality food is lower than the loss of brand and reputation,it can inhibit their willingness to provide low-quality products.
作者
谢荣见
穆肖悦
XIE Rongjian;MU Xiaoyue(School of Business,Nanjing University of Information Science&Technology,Nanjing,Jiangsu 211800)
出处
《管理现代化》
北大核心
2024年第3期149-159,共11页
Modernization of Management
基金
国家自然科学基金资助项目(72374107)
国家社会科学基金资助项目(20CSH080)。
关键词
新媒体
网络食品安全
监管
四方演化博弈
系统动力学
New media
Online food safety
Regulation
Four-party evolutionary game
System dynamics
